Across the diverse terrain of Asia, cultural differences may seem apparent, yet the threads of trade-shared history and the cinematic magic of Bollywood weave them into a unique bond. The Indian cinema, known as Bollywood, is a cinematic powerhouse and a cultural bridge connecting South Asian nations despite their cultural differences. From the lively streets of Beijing to the bustling alleys of Karachi, Indian cinema is adorned with iconic posters spilling over borders, influencing global screens.
Bollywood produces over 1000 films annually, nearly double that of Hollywood productions (Diwanji, 2020). Besides its billion-dollar appeal, Bollywood is a distinctive mirror, offering insights into India’s intricate ties with other nations. The depiction of these nations portrayed in Bollywood films has changed along with the years of conflict and cooperation that have shaped these relations. It is no secret that the industry is growing to be a key component of India’s soft power, as evidenced by the launch of a Bollywood-themed amusement park in Dubai and the extraordinary success of Dangal at the Chinese box office.
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Bollywood’s Impact On Its Neighbouring Nations
Cultural Exchange:
It is not just about entertainment – Indian cinema fosters a cultural exchange that goes beyond the silver screen. It creates a linguistic bridge that connects diverse communities, facilitating cross-border communication and cultural integration. This exchange fosters mutual understanding and appreciation among people from different cultures.
For instance, A decade ago, movies like 3 Idiots starring Aamir Khan ignited a cultural exchange between India and China through Indian cinema. These films not only entertained but also inspired language learning, with audiences across borders picking up Hindi words and phrases like “Aal Izz Well”( all is well ) from 3 Idiots, often repeated by the lead character Rancho, which symbolized a positive outlook on life despite challenges and uncertainties. It became a popular catchphrase associated with the film’s message of pursuing passion and embracing life’s ups and downs with optimism.
Hits like 3 Idiots, P.K., and Dangal earned more from China and other countries than India, showcasing the global impact of Bollywood beyond just entertainment.
Trends from Bollywood to the world :
Indian cinema sets trends in fashion, music, dance, and lifestyle choices, often transcending borders. Neighboring countries’ audiences emulate trends showcased in Indian films, leading to cultural exchange in lifestyle choices.
For instance, a noticeable trend in Bollywood movies has emerged in recent years wherein women are portrayed as equals to their male counterparts rather than mere objects. Their roles depict them as more career-driven and less subservient, with women increasingly depicted as standing up to societal and familial injustices, such as forced marriages.
Soft Power Diplomacy:
Indian cinema is a tool for soft power diplomacy, enhancing India’s image and influence in neighbouring countries. Through films, India showcases its cultural diversity, values, and achievements, fostering goodwill and positive perceptions among audiences in neighbouring nations.
Bollywood movies are popular in China and countries like Nigeria, Afghanistan, Australia, New Zealand, the U.S., etc. India’s former Prime Minister Manmohan Singh also recognized the role of Bollywood in forging its soft power resource. While giving a speech, he stated, “Soft power of India in some ways can be a vital instrument of foreign policy. Cultural relations, India’s film industry – Bollywood – I find wherever I go in the Middle East in Africa – people talk about Indian films. So that is a new way of influencing the world about the growing importance of India. Soft power is equally important in the new world of diplomacy.”
This statement was made in 2008, and since then, the film-making industry in India has undergone several changes. The introduction of O.T.T. platforms in India is a significant change that further opens the scope of creativity in filmmaking. However, we must not forget the emerging success of South Indian films in recent years. Films like R.R.R., Vikram, Bahubali 2, K.G.F: Chapter 2, and Kabali have made a huge box office domestically and internationally.
What is soft power?
In the context of international relations, the term “soft power” was first used by Joseph Nye, a political scientist. It is the ability of a nation to exert influence over others without resorting to force. It depends on a nation’s ability to influence other people’s preferences through constructive relations, promoting its culture, values, and policies. It is frequently believed to boost a nation’s international influence and enhance its reputation abroad without coercion or economic pressure.
Soft power can be illustrated in many ways, such as by exporting culture (movies, music, books), academic collaborations, diplomatic initiatives, and worldwide leadership on subjects like human rights and environmental sustainability.
A recent example of soft power in action is the movie “R.R.R.,” which enjoyed immense success in India and countries like North America and Japan. The film, based on fiction and depicting a struggle against British imperialism, effectively showcased India’s cultural and religious values. Its overseas earnings surpassed those in India, demonstrating its global appeal.
The enthusiastic response from fans during the R.R.R. team’s visit to Japan highlights the potential for leveraging South Indian cinema as a soft power tool. Strengthening ties with audiences in countries like America and Japan through cultural exchanges facilitated by films like R.R.R. could be a valuable asset for New Delhi in its relations with Washington and Tokyo. By promoting Indian cinema abroad, India can subtly enhance its influence and foster positive perceptions among international audiences.
How India’s Films play a role in Foreign Relations
In the early 2000s, when ties between Pakistan and India started to improve, so did the portrayal of Pakistan in Bollywood films. Films like “Main Hoon Na” (2004) embraced themes of unity and collaboration between the two nations, mirroring the diplomatic efforts to mend ties. However, this positive depiction of Pakistan was short-lived after the Kargil war.
Following the Mumbai terror attacks in 2008, a shift occurred in Bollywood’s portrayal of Pakistan. There was a noticeable trend in movies to associate Pakistan, Islam, and terrorism. This narrative gained momentum, as evidenced by recent blockbusters like “Uri: The Surgical Strike” (2019), which capitalized on nationalist sentiments.
The evolution of Pakistan’s portrayal in Bollywood reflects the complex and often volatile nature of Indo-Pak relations. It underscores how external events influence cinematic narratives and shape public perceptions, highlighting the region’s intertwined relationship between politics, culture, and cinema.
Bollywood cinema has consistently portrayed Western countries, particularly the United States and Europe, in a favorable light, captivating Indian audiences with tales of dreams and aspirations set against picturesque foreign backdrops. Blockbusters like “Kabhi Khushi Kabhie Gham” (2001) showcased the allure of a luxurious life abroad while emphasizing the enduring importance of familial bonds in Indian society.
The influence of Bollywood on tourism in these Western destinations has been substantial, prompting India to negotiate trade deals that incentivize the use of local talent in Indian films shot abroad. These agreements offer cash grants and tax credits to productions meeting specific criteria, further solidifying the symbiotic relationship between Bollywood and Western countries.
Through its cinematic lens, Bollywood mirrors India’s evolving cultural identity amidst globalization. While celebrating the aspirations of modern middle-class families for a better life abroad, films like “Kabhi Khushi Kabhie Gham” also underscore the enduring moral values and familial ties that define Indian society. This portrayal reflects India’s commitment to preserving its cultural distinctiveness even as it embraces the opportunities of a globalized world.
Conclusion
So, the next time you’re lost in the spell of Indian cinema, remember that it’s more than a film; it’s a celebration of our shared experiences, cross-cultural understanding, and the unbreakable ties that bind us all together.
The complex relationship between India’s foreign policy and cinematic portrayal is more crucial than ever as the country develops into a global superpower. Considering the ever-expanding reach of the Indian film industry, its portrayal of India’s closest allies and oldest enemies can potentially define the future of these relationships. Thus, the future of India’s foreign affairs will be shaped at both the diplomat’s desk and the table read for the next big Bollywood film.
The Indian government could also take a step to incentivize the production of movies that portray Indian culture and values. Promoting the production of such kinds of films domestically can help spread culture overseas. Thirdly, with the creation of O.T.T. platforms, movie options have become diverse. Only those films survive which are best in their segment. Hence, filmmakers in India face a severe challenge from movies produced in other countries. Thus, Indian filmmakers need to raise the quality of filmmaking to compete with rising global competition and technical and creative challenges in the field.
As most of the world prefers to watch non-native cinema, there is no reason why Indian cinema cannot have more influence in the world.
References :
- https://foreignpolicy.com/2013/04/11/the-bollywood-effect-women-and-film-in-south-asia/
- https://nickledanddimed.com/2021/02/11/bollywood-beyond-borders-how-indias-films-reflect-the-state-of-its-foreign-relations/
- https://cspsindia.org/the-popularity-of-indias-cinema-and-the-role-of-soft-power
- https://journals.sagepub.com/doi/10.1177/20594364211022605
- https://www.theguardian.com/film/filmblog/2017/may/13/bollywood-india-film-industry-baahubali-2-the-conclusion
